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  • Dealernews
  • Jul 28, 2021


Powersports leaders named industry veteran Cinnamon Kernes as MIC’s VP of Market Expansion as the Motorcycle Industry Council builds momentum to get more riders riding more. In this new role, Kernes will lead and develop the multifaceted Ride With Us program.

“I couldn’t be more excited to lead our industry’s market expansion effort,” says Kernes. “To share my passion for riding, inspire others and to help ignite that spark that leads to lifelong riders is truly a privilege. We are going to focus on creating broad mainstream awareness and connecting that with hands-on experiences.  We have already started working on some new initiatives, including the Ride With Us Moto Intro, which gives potential riders their first taste of motorcycling.”

The MIC conducted an extensive search for the best possible talent to lead the campaign, reviewing a large number of resumes from highly qualified applicants and interviewing candidates with a six-member committee, who unanimously selected Kernes. The hiring committee included MIC Board Directors Jeff Brown, co-founder and chief administrative officer of Eagle Rider and Dealernews editor Robin Hartfiel; MIC Dealer Advisory Council Chair Rick Alcon, president and CEO of R&S; Ride With Us marketing team members Joey Lindahl, Polaris senior marketing manager, and Steve Nessl, Yamaha Motorsports marketing manager; and Erik Pritchard, president and CEO of the MIC. 

“We have worked closely together for several years, so I know Cinnamon is a marketer, evangelist, event guru and collaborator — qualities uniquely qualifying her to continue bringing our market expansion program to life,” notes Pritchard.  “We are excited about where our industry is headed,” Lindahl adds. “Cinnamon is exactly the right person to help turn the curious into lifelong riders.” 

“On behalf of the Board and the hiring committee, I want to congratulate Cinnamon and offer her our full support in her efforts leading the industry’s market expansion program,” states Brown. “This is a vital role and we are confident she will help get more riders, riding more.”

With more than two decades in powersports, Kernes was with the team that launched AIMExpo in 2011. Most recently she served as the Vice President of Marketing and Events for the MIC. In this role, Kernes developed foundational components being currently deployed in the Ride With Us program. “I can’t wait to get more people to Ride With Us,” concludes and elated Kernes. 


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